Taking a calculated risk to move from vertical to horizontal thinking can make a big difference, says Alok Gadkar
A story in a book is very different from a story on the screen. What is read is different from what is seen. What is heard varies from what is felt. This was the turning point. This is when I realised the difference came not in the art of story telling but in the science of story telling.
Consumers don’t buy brands. They subscribe to stories.
It was in early 2014 when I was put at the helm of managing creativity and business. I knew the dual role would be challenging but the thought of elevating the creative ‘cool’ whilst keeping the business objectives and growth was someth
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